Consumer’s knowledge, awareness and willingness to pay for reusable face masks
Reusable face masks are cost-effective and environmentally friendly alternatives. However, the extent to which people are aware and willing to pay for reusable face masks is unknown. Thus, the research aimed to determine the relationship between consumer knowledge and awareness and their willingness...
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| Format: | Article |
| Language: | English |
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Universiti Malaysia Terengganu
2025
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| Online Access: | http://psasir.upm.edu.my/id/eprint/121059/ http://psasir.upm.edu.my/id/eprint/121059/1/121059.pdf |
| _version_ | 1848868285464969216 |
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| author | Wan Hasbullah, Wan Nurul Aida Husna Matthew, Nitanan Koshy Hassiin, Nor Hizami |
| author_facet | Wan Hasbullah, Wan Nurul Aida Husna Matthew, Nitanan Koshy Hassiin, Nor Hizami |
| author_sort | Wan Hasbullah, Wan Nurul Aida Husna |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Reusable face masks are cost-effective and environmentally friendly alternatives. However, the extent to which people are aware and willing to pay for reusable face masks is unknown. Thus, the research aimed to determine the relationship between consumer knowledge and awareness and their willingness to pay (WTP) for reusable face masks, the factors influencing consumers’ WTP for reusable face masks and the average consumers’ WTP for reusable face masks in Selangor. A total of 209 respondents were chosen by convenience sampling via an online survey method. Mann-Whitney and Kruskal-Wallis analyses revealed that only the educational level was associated with a significant difference in the WTP for reusable face masks. Furthermore, the Spearman correlation analysis revealed a significant positive relationship between knowledge and awareness of reusable face masks and willingness to pay for them. Additionally, the multiple regression analysis indicated that consumer awareness significantly influenced their willingness to pay for reusable face masks. The mean maximum willingness to pay for reusable face masks in Selangor was RM12.85/USD2.92 per mask piece/person using the open-ended contingent valuation method (CVM). These findings would aid the government in developing effective strategies for promoting reusable face masks and assist manufacturers in producing reusable face masks at a price point that consumers are willing to pay, encouraging wider adoption. |
| first_indexed | 2025-11-15T14:49:58Z |
| format | Article |
| id | upm-121059 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:49:58Z |
| publishDate | 2025 |
| publisher | Universiti Malaysia Terengganu |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1210592025-10-24T01:27:08Z http://psasir.upm.edu.my/id/eprint/121059/ Consumer’s knowledge, awareness and willingness to pay for reusable face masks Wan Hasbullah, Wan Nurul Aida Husna Matthew, Nitanan Koshy Hassiin, Nor Hizami Reusable face masks are cost-effective and environmentally friendly alternatives. However, the extent to which people are aware and willing to pay for reusable face masks is unknown. Thus, the research aimed to determine the relationship between consumer knowledge and awareness and their willingness to pay (WTP) for reusable face masks, the factors influencing consumers’ WTP for reusable face masks and the average consumers’ WTP for reusable face masks in Selangor. A total of 209 respondents were chosen by convenience sampling via an online survey method. Mann-Whitney and Kruskal-Wallis analyses revealed that only the educational level was associated with a significant difference in the WTP for reusable face masks. Furthermore, the Spearman correlation analysis revealed a significant positive relationship between knowledge and awareness of reusable face masks and willingness to pay for them. Additionally, the multiple regression analysis indicated that consumer awareness significantly influenced their willingness to pay for reusable face masks. The mean maximum willingness to pay for reusable face masks in Selangor was RM12.85/USD2.92 per mask piece/person using the open-ended contingent valuation method (CVM). These findings would aid the government in developing effective strategies for promoting reusable face masks and assist manufacturers in producing reusable face masks at a price point that consumers are willing to pay, encouraging wider adoption. Universiti Malaysia Terengganu 2025 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/121059/1/121059.pdf Wan Hasbullah, Wan Nurul Aida Husna and Matthew, Nitanan Koshy and Hassiin, Nor Hizami (2025) Consumer’s knowledge, awareness and willingness to pay for reusable face masks. Journal of Sustainability Science and Management, 20 (4). pp. 690-710. ISSN 1823-8556; eISSN: 2672-7226 https://jssm.umt.edu.my/wp-content/uploads/2025/06/3-JSSM-Volume-20-Number-4-April-2025-FINAL-updated-12.6.2025.pdf 10.46754/jssm.2025.04.003 |
| spellingShingle | Wan Hasbullah, Wan Nurul Aida Husna Matthew, Nitanan Koshy Hassiin, Nor Hizami Consumer’s knowledge, awareness and willingness to pay for reusable face masks |
| title | Consumer’s knowledge, awareness and willingness to pay for reusable face masks |
| title_full | Consumer’s knowledge, awareness and willingness to pay for reusable face masks |
| title_fullStr | Consumer’s knowledge, awareness and willingness to pay for reusable face masks |
| title_full_unstemmed | Consumer’s knowledge, awareness and willingness to pay for reusable face masks |
| title_short | Consumer’s knowledge, awareness and willingness to pay for reusable face masks |
| title_sort | consumer’s knowledge, awareness and willingness to pay for reusable face masks |
| url | http://psasir.upm.edu.my/id/eprint/121059/ http://psasir.upm.edu.my/id/eprint/121059/ http://psasir.upm.edu.my/id/eprint/121059/ http://psasir.upm.edu.my/id/eprint/121059/1/121059.pdf |